On the foundations of research on social dilemmas in economics, political science, management science, and behavioral sciences, this research: (1)systematically reviews research on social dilemmas to identify distinct characteristics of social dilemma conceptualizations; (2) develops a summary overview of different taxonomies of solutions for social dilemmas; (3) develops an integrative taxonomy of marketing solutions for social dilemmas; (4) conceptualizes three specific social dilemmas relevant to marketing – climate change social dilemma, COVID-19 pandemic social dilemma, and social media social dilemma – as the behavior of entities (firms, individuals, social groups) favoring short-term positive consequences over long-term negative consequences of climate change, pandemic, and social media for society; (5) discusses, in detail, marketing solutions for resolving aforementioned social dilemmas; (6) discusses the relevance of this research for marketing theory and practice in solving social dilemmas.
Marketing Solutions for Social Dilemmas: A Systematic Review, Taxonomy of Marketing Solutions, and Research Agenda